Microsoft Won't Beat Apple In the Tablet Market: 10 Reasons Why

title=Microsoft Worries More about Google than Apple} 5.
It's too worried about smartphones
Years
ago, Microsoftwasamuchdifferentcompanythanitistoday.
Thanks to its dominance in so many areas, it could focus on several different
markets and perform well. Nowadays, that's simply not the case. Granted,
Windows is still dominant on PCs and Office is the top productivity suite, but
Microsoft falls flat in the mobile market, search, and advertising. Microsoft
simply isn't the company it used to be. As it focuses on rebuilding its brand
in the smartphone space with Windows Phone 7, it's hard to see how it can be
successful at also making a name for itself in the tablet world.

6.
The shortage of mobile applications

An
essential component in the success of tablets today is the ability to have
mobile applications from third parties. That's precisely why both Apple and
Google are so concerned about building out their mobile app stores. Microsoft,
on the other hand, is still far behind there. Its Windows Phone 7 marketplace
has less than 5,000 applications. All of those programs are designed for
smartphones. If Microsoft plans to make a play in the tablet market, it will
need to find a way to bring compelling apps, not full-fledged desktop-focused
programs, to its operating system as quickly as possible.7.
Control over all aspects
Apple
is successful today because it controls all aspects of the iPad. Not only does
the company design its hardware, but it also makes the software. The result is
a sound marriage between the two integral components that make the device so
impressive. Microsoft seems to be planning to only offer software. Because of
that, the company is relying on the design talents of its vendor partners. So
far, at least, no company has been able to match Apple in the tablet market
when it comes to design.8.
Google distractions
Although
Google hasn't made a strong push in the tablet space just yet, it's a major
concern for Microsoft across an array of markets. It's the company that Steve
Ballmer worries about each and every day. Realizing that, Microsoftislikelybuildingitstablet-friendlyoperatingsystem
with Google in mind. In the process, the company could lose sight of what makes
Apple successful. That wouldn't be a good thing.9.
Who knows what Apple has planned?
Microsoft
has no idea what Apple has planned for the iPad and its mobile operating system
in 2011. The company could offer an incremental update or it could deliver
something revolutionary. The smart move on Microsoft's part would have been to
wait and see what Apple would do and then respond with a worthwhile solution of
its own. Instead, Microsoft seems to be planning to talk tablets in January
before Apple shows its hand. That's a mistake, and it will contribute to
Microsoft's inability to catch Steve Jobs and company.10.
The vendors aren't there
When
it's all said and done, Microsoft needs to rely on vendors to gain market share
in the tablet space. So far, HPhasmostnotablyofferedaWindows
7-basedtablettocustomers.
Acer is planning to offer an option next year, as well. Meanwhile, several
vendors, including LG, Samsung, and Acer, along with several others, have
either offered up Android-based tablets already or are planning to do so in the
New Year. Simply put, Microsoft is facing a vendor battle with Google. The
market battle with Google could hinder its ability to fend off Apple.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.